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As the ink dries on the merger between Comcast (NSDQ: CMCSA) and NBC Universal, the cable operator’s women’s lifestyle subsidiary DailyCandy has been looking for ways to share its content with the TV network’s female-focused content properties like iVillage. One of the ways it’s both expanding its own brand and finding ways to mesh with its new siblings has been to alter its approach to curating deals.
Last week, DailyCandy unveiled The Roundup, the latest offering meant to help position it in the current “quick click deals” landscape, yet set it apart at the same time. It’s also intended to help buttress DailyCandy’s website and remind readers that it’s not just an e-newsletter, though that still is where its identity lies. But by building up the website, it will become more easy for DailyCandy’s features to be shared across sites like NBCU’s iVillage, for example. It’s also preparing to be part of NBCU’s lifestyle broadcast and taxi-cab webcast, LXTV.
The idea for Roundup grew out of the holiday gift guides concept, where lifestyle editors offer “picks” for their readers. Since it seemed to be a popular aspect of DailyCandy’s site, the thought was, why not do it everyday?
“Users love to go through large scale roundups, which is what the gift guides are, because it’s filtered and therefore so easy to navigate through,” said Beth Ellard, SVP and GM for DailyCandy. “Readers are also interested in sharing these picks as well.”
Each “Roundup” will highlight 75 to 100+ picks. Readers can also customize their views. For example, a warm-weather vacation theme invites users to refine their searches by region (Africa, Caribbean, Asia, Central America, Mexico, USA, etc.); vacation type (adventure, island, beach, luxury, rain forest, remote, etc.); amenities (all to yourself, excursions, pool, spa, etc.); special features (foodie, ecotourism, history lesson, etc.); and price.
While a lot of “daily deals” sites allow this kind of choice, the deals tend to go away quickly as new ones come in. Plus, daily deals items tend to be focused around a limited number of items. Since DailyCandy already has daily deals site, DailyCandy Deals and Swirl, the Roundups picks are designed to be more evergreen.
On top of all that, The Roundup is considered more of an editorial product than an advertising one.
“The e-mail newsletter experience is time sensitive,” Ellard added. “What the roundup lets us do is showcase long tail and capitalize on search for a change.”